Creative Director Demna Gvasalia gets theatrical for the Balenciaga Spring 2017 ad campaign as photographer Harley Weir captures models against a backdrop featuring colorful stage curtains.
The advertisements star models Sunniva Vaatevik, Alek Wek, Amandine Renard, Shujing Zhou, Litay Marcus, Carla Daher and Eliza Douglas.
Styled by Gvasalia’s longtime collaborator and Vetements’ stylist Lotta Volkova. Often dubbed as one of the industry’s queens of the anti-fashion movement, Volkova fully embraced the innovative fashions the latest Spandex-filled Balenciaga spring/summer 2017 collection treated us to, refining the campaign with the same theatrical kind of fetishism she often includes in most of her Vetements’ campaigns too.
The series re-echoes the fetishistic with which played through the collection. Inspired by the tactile, stretch-to-fit properties of Spandex, enhanced pop-florals and the house codes, such as rainwear, her photography places the Balenciaga woman in an imaginary space, a place of avant-garde pleasures.
The campaign features models wearing skin-tight high-heel legging boots in shades of pink, lilac and red, topped with garments that exhibit Demna’s penchant for exaggerated silhouettes.